I am just one of more than a 100 million Americans listening to podcasts, and I see tremendous opportunity for associations. I compare podcasts to what the e-newsletter was like to businesses some 15 to 20 years ago. But, it’s a much more powerful communications tool and a trend that’s already taking off. Check out our latest E-Book.

1. The Moery Company
How to Launch
An Association
Podcast
Title

2. Table of Contents
How to Launch an Association Podcast2
3
4
5
6
7
8
Why Podcast?
Trends in Podcasting
What Will a Podcast Cost?
The Discovery Strategy Session
Moery Podcasting
Implementation Service
Creating Podcast Content

3. 3How to Launch an Association Podcast
Why Podcast?
It’s no secret I am a huge fan of the podcast here at The Moery Company. I’ve
hosted the Association Playbook for more than 2 years now, and we recently
introduced a service for organizations to launch their own. I listen to various
podcasts daily – in the car, at home, at the gym, and I have my favorites: The
GaryVee Audio Experience, Seth Godin, Cal Fussman, and The Big Question.
I am just one of more than a 100 million Americans listening to podcasts, and I
see tremendous opportunity for associations. I compare podcasts to what the e-
newsletter was like to businesses some 15 to 20 years ago. But, it’s a much more
powerful communications tool and a trend that’s already taking off.
A podcast gives you the opportunity to have more consistency, and ongoing
personal communication with your audience. The possibilities are endless to
showcase thought leadership and deliver updates about benefits and services.
From a business perspective, podcasting has
accelerated my company’s growth more than any
single communications tactic. Since launching the
Association Playbook, the length of our sales cycle
has dropped down 25%. Additionally, we have
experienced 34% overall growth since podcasting.
Now, there are several factors driving this growth, but
we continue to receive fantastic feedback nearly
every day on our podcast. In fact, we’ve walked into a
sales presentation and prospects mention episodes
they’ve listened to. Now that’s a WIN in my book!
We’ve connected with our intended audience, and believe that familiarity has shortened the decision-making process. Additionally, I can send a
podcast episode about sponsorship sales to a group of organizations we want to offer that particular service. The broadcasts are extraordinary
marketing tools.
We believe in the power of podcasting so much so that we developed the Moery Podcasting Implementation service (detailed on page 8), which will
provide everything you need – start to finish – to launch your podcast. – JP Moery
Chapter
The Aluminum Association’s President and CEO,
Heidi Brock appears on an episode of JP Moery’s
Association Playbook

4. 4
Trends in Podcasting
• 112 million Americans have listened
to a podcast – up 11% since last year.​
• 67 million Americans listen to
podcasts monthly – up 14%.
• 42 million Americans listen to
podcasts weekly – 15% of the total
US population.​
• The year-over-year growth rates for
podcast listening have been
remarkably consistent, with 10% to
20% increases annually.​
• The average listener subscribes to 6
podcasts.​
• And, two-thirds of podcasts are
listened to on a phone or tablet.
Chapter
Before we move through the steps for implementing a podcast at
your organization, let’s look at the trends. Podcasting boasts
tremendous popularity and sees double-digit growth every year. The
numbers speak for themselves:
How to Launch an Association Podcast
Source
The 11 Critical Podcast Statistics of 2017 by Jay Baer
Photo credit: Istock/Frank Peters

5. 5
What Will a Podcast Cost?
Chapter
The big question: How much will it cost to get the podcast up and running? There is a
wide variance on the investment based on your format, equipment, and whether you
choose to hire a podcast consultant to guide you through the launch process.
First and foremost, what kind of equipment is needed? I’ve been podcasting for 2
years and if you look at our operation – it’s not fancy. I use a mic with a USB cable, a
stand, and free Audacity software for recording and editing on my computer. This set
me back about $100. I picked up a soundboard and an additional mic for $500, which
enables me to host joint podcasting sessions. Costs can go higher based on desired
sound quality and podcasting format requiring additional equipment.
There is a monthly fee for a podcast
hosting service – we use Liberated
Syndication (Libsyn), a system to
host and publish our podcast.
Some organizations will opt to host
from their website, but I can tell you
your organization is missing an
opportunity if you choose this route.
An iTunes submission is highly
recommended for all the
associations.
The vast majority of listeners come through iTunes; it’s where people go for podcasts.
And it's built right into your smartphone, which has the podcast app readily available.
Associations can connect with more people, build trust, and influence others. Yes,
you have a targeted group, but why not put your message out on a platform that has
more than 100 million people listening? Your organization will be found, and it’s an
excellent opportunity.
Next steps…
How to Launch an Association Podcast

6. 6Take Your Association to New Heights – Launch a Podcast
Discovery Strategy Session
The most important step of launching a podcast is to engage in a “Discovery Strategy Session.”
Before moving forward, you need to nail down the answers to the following questions:
1.What are you trying to accomplish? How will this fit into your communication strategy?​​
2.Who’s your audience?​​
3.What is the best frequency and format?
Whenever you attempt to grow some element of organizational performance, establishing
clarity is key on why you’re making a change, what will it look like, what are the goals, and how
will it move the needle? And, it's no different in podcasting. Why launch in the first place?
Who's your audience? What content will provide the most value to your audience?
The answers will help determine how long your podcast should be. Will your episodes be a solo
recording or interview format? Should your podcast post weekly, biweekly, monthly?
“Establish what you want to accomplish, who you want to reach, and the best format and
frequency. The “Discovery Strategy Session” is the critical first step.”
After you address these questions and establish a strategy, you can focus on delivering what
the audience wants. Association’s tend to highlight its annual conference, a webinar, and
government affairs activity – however, it’s important to craft the content in a way that is most
valuable to the member and their business objectives.
When The Moery Company set out to launch, I knew my target audience would be association
CEOs, because they are the folks buying our services. We developed CEO-driven content,
which includes best practices in sales, leadership, and association observations on trends and
growth areas. As the owner of a small business, my time is valuable, so I developed a fast-
hitting format: 5 to 7 minutes long.
The takeaways are: establish what you want to accomplish, who you want to reach, and the
best format and frequency. The “Discovery Strategy Session” is the critical first step.
Next Steps…
Chapter

7. 7
Creating Podcast Content
• Once a week, I get together with my
Communications Director, Kim Gilliam, and I riff
on what’s happening in the association
membership and sponsorship space, trends,
leadership strategies, sales tactics – fresh ideas
relevant to my association audience.
• She develops these ideas into weekly blogs and
creates podcast scripting based on our blog
content. Trust me; a script in hand helps avoid
rambling!
• As a bonus, our blog and podcast content
populate about 80% of our weekly e-newsletter.
Then the most popular topics become webinars
and eventually e-books.
Chapter
Throughout production of the Association Playbook podcast – my mindset has
been to provide content that consistently resonates with my audience; offering
value that brings them back every week. Time is valuable. Strive to deliver a killer
takeaway with every episode, so your listeners feel their time was well spent.
Because my episodes are short, I can record up to 6 podcasts during one 30-
minute session, each being delivered during consecutive weeks. Here’s our
process:
So, my advice on content creation is speak to what you know. Document your
experiences. Create messaging that resonates with your intended audience. You’ll
be surprised how quickly topics will come to you.
Right now, is the best time in the world to start a podcast. The platform is still fairly
young, so competition isn’t impossible, but it’s established enough that there are
millions and millions of people around the world listening.
What’s holding you back from getting started? Check out how The Moery Company
can help.
Our communication’s strategy for our podcast enables us to deliver content across
several formats, and it's all scalable through social media as well.
How to Launch an Association Podcast

8. 8
Moery Podcasting Implementation
Service
Chapter
• Initial Discovery Strategy Session: Interactive session
to identify the best format, frequency and content to
meet the goals of your podcast launch.​
​
• Equipment Purchase and Setup: Aligned to fit the
infrastructure of your program goals.​
​
• Logo Design and Creation: Integrated with your
association brand and built for podcast promotion.​
​
• Website Integration: Working with your team to add
the podcast to your website.​
The Moery Company now offers a service to launch a podcast at your association. Let
this be your year for a communications revolution – one, which will drive thought
leadership, enhance member engagement, and promote your association’s value
proposition.
The Moery Podcasting Implementation Service provides everything you need – start to
finish – to create your association podcast. Chris Stemp, Co-Founder and Host, of Smart
People Podcast LLC, and I have designed this program. Chris helped implement the
Association Playbook in 2015, and will be at your organization’s side throughout the
process.
Here’s What to Expect:
• Podcast Hosting Setup: For excellent broadcast delivery. After setup, the client will
assume the monthly hosting fee for the podcast.​
​
• iTunes Submission: Your broadcast will be listed on the world’s most popular podcast
platform.​
​
• Intro & Outro Recording and Editing: Start and end “strong” with a professional open
and close.​
​
• Editing and Production of Six Podcast Episodes: Our team gets you up and running
by building your first half dozen episodes.​
​
• Two On-Site Days for Recording and Training: To sustain your program, we teach you
how to record the program for the long term.​
​
• Video Tutorials: For guidance going forward, you are provided step-by-step tutorials
provided by our resident specialist, Chris Stemp!​
​
• Four Additional Consulting Hours: These can be used throughout a 12-month period
should questions arise. For more information, contact me to discuss and the best of
luck to you. - JP
How to Launch an Association Podcast

9. 9How To Launch an Association Podcast
ter: JP Moery / The Moery Company
edIn: JP Moery and The Moery Company
ebook: The Moery Company
Tube: The Moery Company
agram: The Moery Company
scribe to JP Moery’s Top 5 Association Plays of the Week E-Newsletter
ess the Association Playbook Podcast, Blog Content, Resources and Videos
Moery Company Podcast Implementation Service
Download JP Moery’s Association Growth App today!
The Moery Company
6621 Richmond Hwy, Ste 201
Alexandria, VA 22306
www.moerycompany.com | jp@moerycompany.com
Office: 571/814-3443 | Cell: 703/732-0837

10. 9How To Launch an Association Podcast
ter: JP Moery / The Moery Company
edIn: JP Moery and The Moery Company
ebook: The Moery Company
Tube: The Moery Company
agram: The Moery Company
scribe to JP Moery’s Top 5 Association Plays of the Week E-Newsletter
ess the Association Playbook Podcast, Blog Content, Resources and Videos
Moery Company Podcast Implementation Service
Download JP Moery’s Association Growth App today!
The Moery Company
6621 Richmond Hwy, Ste 201
Alexandria, VA 22306
www.moerycompany.com | jp@moerycompany.com
Office: 571/814-3443 | Cell: 703/732-0837